Cyber Dialogue Launches ePharma ROI, a New Measurement and Reporting Tool for Pharmaceutical Web Sites

Business Wire, Dec 4, 2000

Business & Health Editors

NEW YORK--(BW HealthWire)--Dec. 4, 2000

Cyber Dialogue, the leading Analytical eCRM provider, today announced the launch of ePharma ROI, a new measurement, reporting and analytic tool for pharmaceutical companies utilizing online channels as part of their direct-to-consumer (DTC) campaigns.

ePharma ROI, which is powered by Cyber Dialogue's analytical technology platform, Arc 360 degrees, is a full-service decision support package that measures Web site ROI, consumer views on the product and patient compliance. ePharma ROI also employs Cyber Dialogue's advanced analytic capabilities to help clients build one-to-one consumer relationships that provide value to both the company and the consumer while complying with all pharmaceutical-specific privacy and regulatory policies.

An extension of Cyber Dialogue's six years of health sector experience, ePharma ROI uses the benchmarking and analysis of online survey data and behavioral Web site data to evaluate what consumers seek from and value in a DTC brand. In addition to measuring ROI and compliance, data collected through ePharma ROI can also be used to determine budget allocations and other marketing initiatives such as partnerships, media buys, e-mail campaign messages and navigational and content improvements.

"ePharma ROI helps pharmaceutical companies create an online environment that empowers consumers and increases communication between doctors and patients," said Thaddeus Grimes-Gruczka, vice president of Cyber Dialogue's Health Practice. "In addition to being able to measure Web site ROI for the first time, marketers now have a powerful tool to determine online and offline strategic positioning so they can continue to cultivate long-term relationships with consumers."

Cyber Dialogue's Health Practice has already helped a major pharmaceutical client establish that one of their DTC Web sites is driving far more prescriptions than their offline initiatives - at a fraction of the cost of either their print or television campaigns. The full case study can be viewed at: http://www.cyberdialogue.com/solutions/case_studies/

Key Components of ePharma ROI

-- Web Site Visitor Profiles: Detailed demographics; planned offline Rx and OTC
actions; disease management processes; reasons for site visits; general Web
usage characteristics and attitudes.

-- Web Site Visitor Data Analysis: Graphs and charts featuring unique site
users; page views; navigation paths; popular pages; entry/exit areas; visit
duration/frequency; time-of-visit stamps, etc.

-- Web Site Visitor Segmentations: Customized methods that identify and target
specific high value customers.

-- Benchmark Data Comparisons: Online and offline e-health users; survey
participants; Web site visitors.

To learn more about ePharma ROI, please contact Joe Farris, 212-651-7043, jfarris@cyberdialogue.com or Scott Haiges, 212-651-7032, shaiges@cyberdialogue.com.

To receive updates from Cyber Dialogue's Health Practice, subscribe to the Practice's e-Health mailing list at: http://www.cyberdialogue.com/healthnews

About Cyber Dialogue's Health Practice

Cyber Dialogue's Health Practice provides a comprehensive Analytical eCRM solution that enables many of the largest healthcare companies in the world to identify, acquire and retain their most valuable customers. With six years of experience in the online health sector, Cyber Dialogue offers unmatched expertise and strategic insight to help our clients manage the business complexities of the healthcare field, with an in-depth understanding of consumer interaction across all condition types, privacy and regulatory issues and the product manager's need for demonstrable ROI. Through advanced data analysis, ROI measurement and database marketing, Cyber Dialogue's Health Practice serves its clients at every point of the eCRM process. Health Practice clients include Pfizer, Merck-Medco, Bristol-Myers Squibb and Roche Diagnostics.

About Cyber Dialogue

Founded in 1993, Cyber Dialogue is an Analytical eCRM company that provides businesses with an outsourced solution for acquiring and retaining profitable customers. The company's technology platform, Arc 360 degrees, integrates online and offline customer data in a data warehouse designed for marketing initiatives. Through statistical analysis, and the use of trended research, Cyber Dialogue identifies companies' most valuable customers, deploys models to predict customer behavior and develops and implements targeted marketing campaigns. In addition, the company assists its clients by providing custom research and analysis. Based in New York City, with offices in Columbia, MD, Fairfield, CT, and London, England, the company can be contacted at www.cyberdialogue.com or 212-651-7000.